Cultural objects modulate reward circuitry

TLDR

Reward mechanisms are known to regulate social relations such as dominance and social rank. The study aimed to test whether sports cars, as symbols of wealth and dominance, act as stronger social reinforcers than other car types. Event‑related fMRI was used to scan 12 healthy male participants while they viewed photographs of different car classes and subsequently rated attractiveness. Sports cars were rated more attractive and elicited greater activation in ventral striatum, orbitofrontal cortex, anterior cingulate, and occipital regions compared to limousines and small cars, demonstrating that such cultural objects engage reward circuitry.

Abstract

Using event-related fMRI we investigated the rewarding properties of cultural objects (cars) signaling wealth and social dominance. It has been shown recently that reward mechanisms are involved in the regulation of social relations like dominance and social rank. Based on evolutionary considerations we hypothesized that sports cars in contrast to other categories of cars, e.g. limousines and small cars, are strong social reinforcers and would modulate the dopaminergic reward circuitry. Twelve healthy male subjects were studied with fMRI while viewing photographs of different carclasses followed by an attractivity rating. Behaviorally sports cars were rated significantly more attractive than limousines and small cars. Our fMRI results revealed significantly more activation in ventral striatum, orbitofrontal cortex, anterior cingulate and occipital regions for sports cars in contrast to other categories of cars. We could thus demonstrate that artificial cultural objects associated with wealth and social dominance elicit activation in reward-related brain areas.